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Keywords: Video ads
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Journal Articles
Behind-the-scenes content of video advertisements, purchase intention and impulsive buying behaviour of office workers: an intercorrelation analysis of junk food in Vietnam
Available to Purchase
Journal:
British Food Journal
British Food Journal 1–23.
Published: 23 June 2026
... BTS-integrated video ads can serve as stimuli for consumer responses that include two significant factors: product information transparency (PIT) and exclusive in-video offers (EIO). Impulsive buying is significantly led by attitude towards the videos rather than planned purchases. In turn, attitudes...
